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Harris goes on to describe how American media giants are taking advantage of globalization to self promote while homogenizing musical diversity.Īmerica is blamed mostly for its alleged imposition of culture and mass media however, other developed countries in China and Europe are also at fault as they reinforce American Culture globally. John Harris, a British journalist and author, describes an American rock performance in Brazil and how AOL had sponsored the event: “Rock in Rio was sponsored by AOL…Lest anyone fear that AOL’s arrival represented any kind of online imperialism, their logo had been sprayed in the heartwarmingly Brazilian color scheme of green and yellow” (237). In other words, countries with more economic influence will eventually control the cultural standards by which the rest of the world will have to live. In order to examine these complex problems, we must carefully consider examples of each of the potential outcomes Johnson refers to.Ī main concern held by those wary of the effects of cultural globalization is that American media and culture have a negative impact on other cultures around the world. Instant messenger, Facebook, Myspace and various online forums are examples of this instant communication. The Internet has exploded with a boom in technology, providing individuals from all over the world the opportunity to communicate instantly with each other. More than ever, examples of cultural globalization can be seen in our everyday lives. As June Johnson, author of Global Issues, Local Arguments, states, “The idea of the world’s cultures drawn together in a global village raises questions about equal representation, reciprocal sharing, enriched diversity, and mutual understanding” (192). When McLuhan presented his idea of a “global village” however, his concept raised several distinct social problems. The issue of cultural identity is certainly not a new one. If we cannot agree on the implications of these cultural shifts, perhaps we cannot identify ourselves as members of a global village after all. Understanding what these changes will mean for each existing culture individually, and being careful to consider all sides of the discussion with equal relevance is essential to forming a universal understanding of what globalization means. Assuming Marshall McLuhan’s analogy of the world as a global village is an accurate prediction of the effect of cultural globalization, what consequences and benefits will emerge from this compression of culture? This essay will consider the implications of conflicting arguments addressing this question. On the other hand, people are afraid that the evolution of a global village will raise conflicts between cultures, cause a fragmentation of culture, or lead to cultural domination by more developed countries and possibly create hybrid cultures (Johnson 191-96). On one hand,people believe that if it continues, cultural globalization will lead to a dazzling marketplace where countries of all economic opportunities are represented and where more fortunate countries come to the aid of less fortunate ones with humanitarian efforts. The assertion that it is possible for all the cultures of the world to become one global village is controversial, though. The late Marshall McLuhan, a media and communication theorist, coined the term “global village” in 1964 to describe the phenomenon of the world’s culture shrinking and expanding at the same time due to pervasive technological advances that allow for instantaneous sharing of culture (Johnson 192). How would we deal with that? In light of rapidly accelerating globalization and expansion of technology, it becomes relevant to discuss the implications of a potential overarching culture with respect to the potential clashing of cultures. Muslims and Christians live by the same religious standards. Communists follow the same rules as those previously under a democracy. All the countries in the world are united under one government and one religion. The individually savory flavors are a muddled sludge. The individually unique music is now a raucous cacophony. Now imagine that all these cultures are compressed into one super-culture.
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Taste the curry from India, the coconut milk from Thailand, the cheeseburger from the United States.
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Listen to the music-from the gentle drum beats of Africa, to the melodic didgeridoo of Australia, to the scream of the electric guitar. Imagine the vast spectrum of all the cultures in the world.